If you’re feeling frustrated because your gifts are coming from the same people who have always supported you, think about the way you’re asking. If you want older donors, mail your appeal. If you’re trying to reach others, rethink how you ask.
Does your “ask” match your audience?
As December approaches, a lot of organizations are thinking about their year-end appeal. It’s when many folks give, and it makes sense to ask. But if that includes a mailed form letter, no one under 70 wants to see that in their mailbox. So nonprofits have got to think about other ways to ask. Even a postcard with photos that show those you serve beats a letter that goes straight into recycling.
You may laugh at kids when they follow “influencers” on YouTube, but some of those influencers are talking about the nonprofits they like. They’re introducing a whole generation of younger donors to giving. Why shouldn’t you be one of the nonprofits they mention in a video?
Communications and fundraising go hand in hand, so what this really is is a communications strategy. If you’re trying to reach new donors, like younger donors, think about a consult with a communications expert.
Here’s an idea.
Set up a communication strategy consultation. You might have someone on your board who’s an expert in this area. You might have a colleague that you can ask, and talk about ways to reach younger donors. Or you can reach out to one of these sources:
- Catch-a-Fire.org for volunteers with professional expertise to share their knowledge. A lot of times, your local community foundation will pay for your subscription, so it’s worth asking.
- volunteer.charitynavigator.org
- idealist.org/en/volunteer (VolunteerMatch is now part of Idealist)
- engage.pointsoflight.org/search
- Or try a professional network for communications experts— like posting in LinkedIn’s Communications Network, the Communications Network of experts “working for good,” International Association of Business Communicators, PR Network, and Public Relations Society of America — to see if they offer pro bono support for nonprofits.
You already know the folks who are supporting you. There are others who care about your work, and you need to find ways to connect with them. Think about audiences you’re trying to reach, because that’s really what it comes down to. Communications and fundraising go hand-in-hand. It’s important that you find ways to connect with folks that might care about what you’re doing and can help you reach new, and younger, audiences.
And ask each board member to help you engage audiences, whoever they may be. Here are some tips and scripts to help you board share outreach online.
Finding Influencers
YouTubers are influencing young people in a way that some of us can’t even imagine. This week I had lunch with my friend Liz, and we had a great conversation about fundraising, nonprofits, and all sorts of things. Of course, we also talked about our kids. Mine are in their 20s, and I love learning about the world through their eyes. They have grown up in a completely different environment than I did, and it’s fascinating.
As Liz and I were talking, she shared a story about her son hearing of a nonprofit through a YouTube influencer that he follows, and he was really excited to support an organization that this influencer mentioned in one of his videos. (It may surprise you to hear that nonprofit was focused on trees.) What a cool way to discover philanthropy.
Asking for money the same way that you always have is not going to help you find new donors. Sending the same appeals the same way will get you the same donors. Try something different this year.
And if you have a success to share about how you’ve found a YouTube influencer who cares about the issue that is your nonprofit’s mission, I sure hope you’ll comment below. Because that is an awesome way to reach new donors, and one that many nonprofits are still learning. Educate us!
You’ve got this.
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